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2
 Presentation

PRESENTED TO:
OUR HONORABLE TEACHER
SIR Suleman Anwer

PRESENTED BY:
OLD PUNJABIANS

GROUP MEMBERS:
MUHAMMAD WAQAS G1F05MBAP0009
ZAHID SAJJAD G1F05MBAP0011
BILAL AFZAL G1F05MBAP0013
OMER SHARIF G1F05MBAP0035
MUHAMMAD AWAIS ALI G1F05MBAP0036

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 ACKNOWLEDEMENT

We would like to thank our course instructor Mr.

Suleman Anwer for guiding and encouraging us in
every step of making of this project. Has his
encouragement been not there we would never have
been able to complete this project? We would also
like to thank the management of Pak Elektron Ltd
(PEL).

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 DEDICATION

To our honorable teachers and loving parents.

To all of those who dedicate their lives to others.
To all those who have Served and Sacrificed for the
sake of Freedom.
To all of those people, who may be gone now but
they will never be forgotten.

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 TABLE OF CONTENTS

• EXACTIVE SUMMERY…………………………………………..PAGE#7

• MISSION AND VISION STATEMENT....………………………PAGE # 8

• INTRODUCTION AND HISTORY…..………………………….. PAGE #9

• HISTORY OF REFIGRATER………………… ………….……. PAGE #17

• HISTORY OF AIR CONDITIONS………….………………….. PAGE #19

• ORGANIZATION HIRERARCHY……….. ………….……….. PAGE #22

• SBU’s………………………………………………..…………….. PAGE #25

• PARTICULER SBU’s….……………………….……………….. PAGE #26

• MANAGERIAL FUNCTIONS…………………….……………. PAGE #32

• STRATIGIC MANAGEMENT MODEL………………..….….. PAGE #36

• BUSINESS ANALYSIS…………………………………….……..PAGE#44

• MARKETING MIX ……………….………………………………PAGE#60

• ISO DETAILS………………………………………………………PAGE#64

• WTO………………………………………………………….……..PAGE#65

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• WHOLLY OWNED SUBSIDRES………………..………………PAGE#67

• IMPORT & EXPORT…………………………………..…………PAGE#69

• FUTURE PLAN……………………………………………………PAGE#71

• SUGGESTIONS & RECOMENDITION………………………..PAGE#72

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 EXECUTIVE SUMMARY
Organizations worldwide are constantly researching new ways to maximize their profit.
Our group research on PEL for general knowledge and for completion of our product.
The following report presents and explains the different process like management
functions, business analysis, strategic management model ISO detail, Marketing Mix and
many events which we examine in the factory.

We meet Omer Khayam general manger of the factory and ask question to him about
their products cover our research area we survey the factory along MR Tanveer Malik
the Account manager of the PEL COMPANY. He explains all the process and working
to us who are performed in the factory .At the end of the report we provide some
suggestions, we deserve after the completion of the report. A web site reference provide
at the end of the report.

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 Mission Statement

Vision Statement

“Journey towards excellence”

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 HISTORY & INTRODUCTION OF PEL

Pak Elektron Limited (PEL) is the flag bearer of the Saigol Group of Companies.

Pak electron ltd is the pioneer manufacture of electrical goods. It was establish in 1956 in
technical collaboration with M/S AEG of Germany. In October 1978 the group was
bought by saigal group of industries. Since its inception, the company has always been
contribution towards the advancements and development of the engineering sector in
Pakistan by producing hundreds of engineer’s, skilled workers and technicians through its
apprenticeship schemes and training program.

The products manufactured by PEL have always been of high standard and the name
'PEL' is synonymous with QUALITY all over Pakistan. Since its inception, the company
has been working for the advancement and development of engineering know-how in
Pakistan. The company has produced hundreds of engineers, skilled workers and
technicians through its apprenticeship schemes & training programs.

PEL has been continuously adding new products to its range. As a result, PEL has
registered a significant increase in its sales volume, during the last ten years.

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 PEL PROFILE

Pak Elektron Limited (PEL) is the pioneer manufacturer of electrical goods in Pakistan. It
was established in 1956 in technical collaboration with M/s AEG of Germany. In October
1978, the company was bought by the Saigol Group of Companies. Since its inception,
the company has always been contributing towards the advancement and development of
the engineering sector in Pakistan by introducing a range of quality home appliances and
by producing hundreds of engineers, skilled workers and technicians through its
apprenticeship schemes and training programmers.

The company comprises of two divisions:

• Appliances Division
• Power Division

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 Appliances division
PEL’s appliance division is the flag carrier of the Saigol group. This division of PEL
consists of Home appliance manufacturing.

PEL Air Conditioners

PEL window-type air conditioners were introduced in 1981 in technical collaboration
with General Corporation of Japan. Ever since their launch, PEL air conditioners have a
leading position in the market. PEL air conditioners cooling performance has been tested
and approved by Copeland and ITS USA and today PEL holds approximately45% of air
conditioners market share.

PEL Refrigerators

The manufacturing of refrigerators started in 1986-87 in technical collaboration with M/s

IAR-SILTAL of Italy. Like the air conditioner, PEL's refrigerators are also in great
demand. Today, PEL Crystal has 30% market share. Its cooling performance is tested and
approved by Danfoss, Germany and its manufacturing facility is ISO 9002 certified by
SGS Switzerland.

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 PEL Deep Freezers

PEL deep freezers were introduced in 1987 in technical collaboration with M/s Ariston of
Italy. Due to their durability and high quality, PEL deep freezers are the preferred choice
of companies like Lever Brothers.

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 POWER DIVISION

PEL Power Division manufactures energy meters, transformers, switchgears, Kiosks,

compact stations, shunt capacitor banks etc. All these electrical goods are assembled
under strict quality control and in accordance with international standards.
PEL is one of the major electrical equipment suppliers to Water and Power Development
Authority (WAPDA) and Karachi Electrical Supply Corporation (KESC), which are the
largest power companies in Pakistan.
Over the years, PEL electrical equipment has had been used in numerous power projects
of national importance within Pakistan. PEL has the privilege of getting its equipment
approved and certified from well-reputed international consultants such as:

• Preece, Cardew and Rider, England

• Harza Engineering Company, USA
• Snam Progeti, Italy
• Societe Dumezm, France
• Miner & Miner International Inc. USA
• Ensa, France

In spite of stiff competition from emerging local and multinational brands, PEL Group's
appliances and electrical equipments have remained in the spotlight due to constant
innovation. Strategic partnerships with Copeland, Danfoss, Samsung and others

have enabled the PEL Group to incorporate new technologies into existing
product ranges, thus giving the Pakistani market access to innovative,
affordable and quality products.

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 TRANSFORMER

PEL has vast experience in design and manufacturing of standard and special purpose
transformers up to 33kV and up to 6000kVA ratings.

PEL make oil immersed transformers with natural cooling are suitable for both indoor
and outdoor installations. These are manufactured according to BSS-171, IEC-76 or
VDE-0532 and tropicalized to meet adverse environmental conditions. All our
transformers are offered with tabular tank, having a conservator and breather. However,
hermetically sealed transformers are also manufactured up to 1000kVA ratings.

PEL transformers are available for various applications:

• Distribution transformers (pole mounted or pad mounted design)

• Auto transformers
• Furnace transformers
• Welding transformers
• Chokes for furnace transformers
• Any other special requirement

PEL's transformers have been successfully type tested for Impulse voltage and short
circuit tests at KEMA, (Holland), HV&SC Lab, Rawat (Pakistan), NIP (Pakistan) and
UET (Pakistan).

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 ENERGY METER
Single-Phase Energy Meters:
PEL manufactures Electro-mechanical Energy Meters under license from ABB-USA. The
quality of PEL meters has been certified by KEMA Laboratories (Holland) and conforms
to IEC 521, SGS Yarsley, and U.K., has certified PEL Energy Meter plant for ISO 9002.

PEL type MC8 is a direct connection single-phase meter. The design and constructional
features include overload compensation and temperature compensation, thus providing
maintenance-free operation over a long period and accurate measurement of electrical
energy. The frame is sturdy in construction and the covers are available in unbreakable
polycarbonate plastic material.

Ratings Voltage 220-240V

Current (Nominal) 10, 20, 40 A
Current (Maximum) 40, 60, 80, 100A

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Poly-Phase Energy Meters:
PEL type TBL is a direct connection poly-phase meter having improved load
performance and precision accuracy over a wide load range. All meter parts are corrosion
protected for long-term reliability. It has a magnetic bearing system that is self-cleaning,
non-aging and tamper resistant. This ensures virtually frictionless operation of the rotor
while withstanding abuse from surges and magnetic tampering. The meter is available
with one-piece high impact polycarbonate cover. The terminal cover is extended type that
completely shrouds the service cable.

Ratings Voltage 3x200/400V (3-ph, 4-wire)

Current (Nominal) 15A
Current (Maximum) 90A

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 History of Refrigerator

• In 1748 Dr.William Cullen did first experiment in artificial refrigeration.

• In the early 1800’s, Michael Faraday discovered the liquefying ammonia gas
which causes cooling.
• IN 1804, Oliver Evans, and American design the first refrigeration machine.
• In 1834, Jacob Perkins, an American invented the refrigerator in London.
• In 1844, an American physician, Oliver Evinces built a refrigerator to make ice to
cool the air.
• In 1874, Raoul Picked of Switzerland, invented a a compressor system using
sulfur dioxide instead of ammonia.
• In 1876, German engineer, Carl Von Linden made the process of liquefying gas,
basic refrigerator technology.
• In 1915 Alfred Mellows starts to build first self container refrigerator for home
use.

• In 1920 there were some 200 different refrigerators in the market.

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•

• In 1922 Baltzar Von Platen and Carl Munters introduce absorption process
refrigerator.
• Refrigerator from the late 1800’s until 1929 used the toxic gases ,ammonia,

methyl chloride and Sulpher dioxide as refrigerant.

• In 1931 the first air cooled refrigerator launched by Electrolux.
• In 1947 GE launched two door refrigerators freezer combination.
• In 1955 80% of American homes now have refrigerators.
• Through out the 1960’s to 1970’s house hold refrigerators were improved to better
suit consumers.
• According to the history channel, today refrigerators are “more energy efficient”
• With the advancement of technology from this era to current era ,now, there is
quick change in the styles and quality.

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 Timeline of Air Conditioning Events

Here is a timeline of historical facts about the development of the air-conditioning

industry you may find interesting and help you appreciate the impact this important
industry has on our lives.

1882 -- Thanks to Thomas Edison, the first electric power plant opens in New York,
making it possible for the first time to have an inexpensive source of energy for
residential and commercial buildings.
1889 -- Central station refrigeration is used in large cities to preserve foods and
documents.
1902 -- Willis Carrier builds the first air conditioner to combat humidity inside a printing
company. Controlling the humidity in printing companies and textile mills was the start
of managing the inside environments.
1906 -- Willis Carrier patents his invention calling it an "Apparatus for Treating Air."
1906 -- Stuart W. Cramer coins the term "Air Conditioning."
1913 -- The first international exposition devoted exclusively to refrigeration is held in
Chicago.
1917 -- The first documented theater to use refrigeration is the New Empire Theatre in
Montgomery, Alabama. In that same year, the Central Park Theater in Chicago is built to
incorporate the new technology: air conditioning.
1928 -- The Chamber of the House of Representatives is air conditioned.

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1929 -- The Senate is air conditioned.
1930 -- The White House, the Executive Office Building, and the Department of
Commerce are air-conditioned.
1942 -- The Potomac Electric Power Company (PEPCO) becomes the nation's first
summer peaking utility.

1946 -- After World War II, the demand for room air-conditioners begins to increase.
Thirty thousand room air-conditioners were produced that year.
1947 -- Air conditioning becomes a bargaining issue when textile workers in North
Carolina strike because of stressful heat and humidity in the workplace.
1950 -- A major study shows that families living in air conditioned homes sleep longer in
summer, enjoy their food more, and have more leisure time.

1953 -- Room air conditioner sales exceed one million units with demand still exceeding
supply.
1953 The air conditioning and refrigeration institute is formed from two associations:
the Refrigeration Equipment Manufacturers Association and the Air-Conditioning and
Refrigerating Machinery Association.
1955 -- Mass marketing of frozen dinners begins: ads promote "TV dinners."
1957 -- The first rotary compressor was introduced, permitting units to be smaller,
quieter, weigh less, and more efficient than the reciprocating type.
1969 -- Neil Armstrong and Buzz Aldrin walk on the moon in spaces suits with life
support and cooling systems.
1977 -- New technology allows heat pumps to operate at lower outdoor temperatures
while heating on the reversed refrigeration cycle.
1987 -- The United Nations' Montreal Protocol for protection of the earth's ozone layer is
signed. The Protocol establishes international cooperation on the phase-out of
stratospheric ozone depleting substances, including the chlorofluorocarbon (CFC)
refrigerants used in some refrigeration and air conditioning equipment.
1990 -- ARI, in conjunction with the U.S. Department of Energy, initiates the Materials
Compatibility Lubricants Research (MCLR) program, which helps manufacturers to

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accelerate away from CFC refrigerants.
1992 -- The R-22 Alternative Refrigeration Evaluation Program (AREP) begins a four-
year program to investigate alternatives to R-502 and HCFC-22.
1995 -- Chlorofluorocarbon (CFC) production in the United States ends December 31.
1997 -- North American Technician Excellence (NATE) formed to promote excellence in
technicians who install and service air-conditioning and refrigeration equipment. The
NATE-certified logo is synonymous with "The Best."
1998 Research for the 21st centaury a multi-year, million-dollar research program for
air-conditioning and refrigeration equipment, begins. The objective is to decrease
building energy usage while improving indoor air quality.

1998 -- Shipments of unitary air conditioners and heat pumps set a record of more than
6.2 million units.
1998 -- After receiving five annual awards from the U.S envoi mental protection agency
for contributions to environmental protection, ARI was awarded a Best of the Best award
for continued environmental concern.

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Organizational Hierarchy

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Corporate level hierarchy

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 Chairman

Managing director

General manager

Senior manager

Manager

Sales Production HRM Marketing Finance Distribution

manager manager manager manager manager manager
Customer
Consumer marketing Trading Credit control
service
department deparment deparment manager

Staff

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 SBU’s hierarchy

Appliance division:

Refrigerator

Split units

Deep freezers

Power division

Transformers

Switch gears

Kiosks

Compacts stations

Energy meter

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 Particular SBU’s

Refrigerator 

Split Unit

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Organizational
Departments

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Finance department
 Marketing department
 Sales department
 Trading department
 Consumer marketing department
 Credit control department
 Customer service department
 human resource management department
Distributions department
Quality control department

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 Department working

Finance department:
Finance department provide money for the working of the
organization. Pel company’s department borrows loan mainly from national bank and
settle terms and conditioned of the interest and time period of returning the load with it.
when the sale is made the company firstly return the loan with interest.

Human resource department:

Human resource department of the Pel Company is very
much conscious of hiring the employees for the company. The standards he set for hiring
the new poople.HRM department of the company mainly makes the external recruitment
.this is usually done through news paper web sites extra.HRM department also set
salaries, packages and TA, DA allowances.

Marketing department:
Marketing department is the back bone of any firm.
marketing department generally analyze the needs and wants of the customer. Then this
department tells about the customer needs to the company which in tern launches the
products according to the needs of the customers. Marketing department is responsible
for making strong advertisement for the products.

Sales department:
Sales department is responsible for making sales of the product.
This department generally takes orders from the market, gives information to the credit

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control department. Area credit control department gives information to the head office.
Head office discuss situation with the finance department and then at last finance
department gives authority to area credit control department to settle term and conditions
with dealers.

Customer service center department:

This department is very much important
for the company because its makes the good will of the company. Its provide services to
the customers who have their clams and makes the customer loyal. Its also gives the feed
back to the head office to provide the required spare parts.

Consumer marketing department:

Consumer marketing department gives
packages to the person who has low income to attract them to purchase their products.
They have their own area offices. This department works under credits control
departments.

Trading department:
This department is involved for importing products. This
department imports the required products according to the demand of the customer such
as split unit. This department is controlled by its head, which works directly under the
head offce.This department sends terms and condition of trade to the head office and
finance department for the financing.

Production department:
Production department is involved only producing the
products. This department purchases raw material from the suppliers. Then passes the
raw material from various dyes machines. Modeling machines etc…from the assembly
line according to the required shapes of the products.

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Distribution department:
This department distributes the final products from the
production department to the dealers and then ultimately to the consumers. This
department only responsible for distributing the products according to the requirement
and demand of the product.

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Managerial
Functions

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 Planning

 Refrigerator:
Planning is very much important function of the management.PEL
company makes the planning regarding refrigerator by observing the market. How much
a company can sales in a particular segment’s there any chance of growth is also in the
planning of the company refrigerator.

Split Unit:
The company planning regarding split unit firstly is the observation of
the market. Then after observation how much to import the split units. Finance and
trading department also give suggestion for planning regarding split unit .Then set their
plans according to the requirement.

Organizing

 Refrigerator:
The organizing regarding refrigerator how to make availability of
refrigerator assured. Taking in the account the policy regarding refrigerator of the
company how much to produce and when to produce etc…Almost all the department are
involved in organizing and also how much margin to give to the dealers.

Split Unit:
While organizing the company takes into account the last year sales and
how much to sale in a particular area. Mainly quality control, finance department and
trading department are involved in organizing for how much to import, when to import,
where to import etc…

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 Leading

 Refrigerator:
Head office mainly leads all departments regarding refrigerator .All
the sub ordinate department officers lead the related department and employees and loyal
to the head office for their working. Their is check and balance situation for every
department.

Split Unit:
Head office mainly leads all the related department of the split units.
Trading department is mainly the leader in split unit case for importing it and direct
reliable to the head office. For leading it also give its requirement to its head office for
finance and for the quality control of the product.

Controlling

 Refrigerator:
Controlling is the main functions after making the pervious steps.
Managers of the each department control its own department working and are liable to
the managing director. There is check and balance situation. In controlling, monthly and
annual basis analysis are made. How much sale is made and for the betterment of the
product research and development department then do its job.

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Split Unit:
In controlling of the split units, trading department mainly control the
import of the splits units. it checks the quantity of the units and quality control
department checks the quality of the split units before launching it in the market.

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 Strategic
Management
Model

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 R e a s o n fo r
e x is te n c e
G e n e ra l F o rc e s

W h a t R e s u lt
to
In d u s t ry a n a ly s is
a c c o m p lis h
by w hen
A c tiv itie s
P la n to n e e d e d to
P ro c e s s
C h a in o f c o m m a n d a c h ie v e t h e a c c o m p lis h
C ost of to m o n ito r
m is s i o n & a p la n p e rfo rm a n c e
B e l i e f s , E x p e c t a t io n s , th e p ro g ra m
o b je c t iv e s a n d ta k e
v a lu e s
B o a rd S e q u e n tia l c o r p o r a tiv e
A s s e t s , s k ills g u id e lin e s s te p s to a c tio n
c o m p e t e n c ie s , f o r d e c is io n p e rfo rm
k n o w le d g e m a k in g
p ro g ra m

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Environmental Scanning is the monitoring, evaluating and discriminating of
information from the external and internal environment to keep people with in the
corporation. The company scans the environment in the following way:

General Forces.:
It includes:

Political and legal forces:

PEL Company is very much conscious about the political
and legal environment of the country. The company changes its labor wages which is
registered when ever a govt. changes the labor laws.

Technological forces:
PEL Company tries to adopt the future technology for using
in the product. They always keep in view the technology for increasing the quality of the
product for their customers. On the basis of modern techonology, company is the market
leader regarding the appliances.

Economic forces:
Economic forces means change in disposable Income, flections in
the market ,inflation ,change in rate of interest etc…Company always keep in mind the
economic conditions of the country and sets its prices accordingly.

Social cultural forces:

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 It includes environmental concerns, work life quality
attitudes and also work force diversity etc…PEL Company keeps in view the social
culture changes of the country and sets its target accordingly.

Task Environment:
Its Includes:

Customers:
Pel Company customers include various government organization such as
wapda and Karachi power company regarding power divisions.PEL Company has also an
internal and external customers.
Internal customers are those who are the employees of the company which don’t makes
big affect on the sales. External customers are those which are the outsides the company
such as general pubic except employees.

Suppliers:
PEL Company has its suppliers regarding its appliance division are
Abdullah and Heartz, Star enterprises, Plas codes system. Etc…and have its suppliers
regarding split unit from china.

Competitors:
PEL Company has its competitors like dawlance, Waves, LG, Haier
etc…Pel company make close analysis of its competitors to understand its strategies and
to overcomes its deficiencies.

Public Pressure Groups:

There is no public pressure group which affect the
working of the company because PEL Company makes product by viewing all its aspects
which don’t affect the societal environment of the economy.

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 Internal Environment

Structure:
Company has very systematic structure, the information flows from top to
low bottom and from bottom to top mean mechanistic style have rigid chain of command.

Culture:
The company has strong culture. Employees work in teams and have set
great expectation and values for the incoming employees.

Resources:
Its includes:

Assets
Heavy Machinery, Skill full Employees etc…
Skills
Labour skills, employee skill etc…
Competences
Quickly responsible to competitors
Knowledge
Half and annually based training.

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 Strategy Fromulation

Mission 

Objective Company has its objective regarding refrigerator to be number 1

in the market in the coming three years.
Company also set the objective to make the split units in the factory in future.

Strategy Company has a comprehensive master plan to achieve its mission

and objectives. Company is trying to stabilize its market share regarding its refrigerator
and split unit and also want its growth in the future.

Policies Company has its policy to maintain the quality of its products at
lower cost and provides the consistent value satisfaction to the customer.

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 Strategy Implementation

Strategy implementation is the process in which strategy and policy are put into the
action through the development of program, budjets and procedures.

ProgramProgram is the statement of the activity of the steps needed to

accomplish a single use Plan.PEL Company has a program to make split units in its own
factory.

Budgets  A budget is a statement of the corporation program in term of

money. In Planning and controlling list the detail cost of each program. Company set a
budget for making split unit in its own company and its also for having advertising.

Procedures Sequential steps to complete program known as procedure.

Company’s program for making split units includes procedures .How much to purchase
from supplier at which cost.

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 Evaluation and control

It is the process in which cooperates activity and performance results are monitored so
that actual performance can b compared with the desired performance.PEL Company
makes the evaluation by acquiring the information at all level from managers. And then
they take the step for controlling the situation if it is not matching with the desired
performance.

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Business Analysis

45
 SWOT Analysis
SWOT stands for strength and weakness of an organization in the light of opportunities
and threats outside the organization.

Strength
Refrigerator:
Company has its strength in refrigerator.

• Customer loyalty
• Trade and experienced staff
• Usage of Vinyl coating material
• Compressor quality(DAN FOSS Germany)

Splits Units:
Company has its Strength in Split Units.

• Low cost from others

• Better cooling
• Low power consumption

Weakness:

Refrigerator:
Company has its weakness in refrigerator.

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 • No use of compressor drain try
• No use of drain try

Splits Units:
Company has its weakness in Split Unit

• Cooling problem

Opportunity:

Refrigerator:
Company has the opportunity

• Can increase it sales due to loyalty.

• Can import due to its name.

Splits Units:
Companies have the opportunity

• To make split units

• Control prices
• Can increase its market share

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Threats:

Refrigerator:
Companies have the opportunity

• Competitors can produce similar products

• New foreign companies
• Reduction of prices

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 PEST
ANAYLSIS

49
 Political
Political or legal forces means law and order situation in the country. Country’s policies
for the trading companies. Political and legal situation regarding PEL Company is stated
as
Refrigerator:
• Registered labors
• Increase wages when govt. changes Labour policies.
• No political affects

Splits Units:
• No pressure from political parties

Economical
Mean economic condition of the country such as change in dispose bale income,
fluctuation in market, inflation rate etc...Company sets the prices according to the
economic situation of Pakistan ,

Refrigerator:
• Middle and upper class
• Generally in inflation situation buying power
decreases
• reduction of prices
• reduce of quality

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Splits Units:
• cost of product is main thing

Social

Refrigerator
• Employees Work In Shifts.
• No Women In Work Force.
• Employees are well settled according to the culture

Split Unit

• Socially no affect

Technological

Refrigerator
• Technology Effects The Working OF A Company.
• Company Adopts Modern Technology
• Receives Feedback.

Split Unit
• Use of modern Of Technology.
• Quality Checking.

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POTER’s 5
Model

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Bargaining Power of Supplier:
Bargaining power of PEL Company’s
suppliers is comparatively low due to the large number of supplier such as Abdullah and
heartz ,Plas Codes system etc…

Bargaining Power of buyer:

PEL Company have high bargaining power as
compare to suppliers due to presence of many suppliers.

Threat Of New Entrant:

There is always a threat of new entrant. PEL
Company is facing a threat from foreign a local company’s.

Existing firms:
PEL Competitors like Dawlance,Waves and LG can reduce
its appliances products prices.

Threat Of Substitute Product:

Dawlance, Waves, LG etc…can produce
substitute products at low rates which is threat for the company.

53
BCG Matrix
54
55
Refrigerator:
Refrigerator is placed in star box because it has high share and market
growth. Refrigerator has 45% of the market share and also increasing its market growth.

Split Unit:
Split unit is also placed in star box due to high market share and market
growth. Split unit has 30%of the market share and continuously increasing market
growth.

Life Cycle

56
57
Marketing
Research
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59
 5% 11%
PEL PEL
nal

al
tio n
tio
Na

Na
49% W aves 39 % W aves
5% 20%

D a w la n c e D a w la n c e
40% 30%

60
No Ye s
Ye s
61% No
73 % 39 %

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62
 RODUCT
RICE
LACE
ROMOTION

Product
Product is a thing that satisfies customer demands. Pel Company is very much conscious
to make the products which satisfy the customer needs.

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Company makes the product:
• According to the needs of the customer.
• What kind of size and model they want.
• What kind of features and functions they want.
• What kind of packaging they want.

Price
Price is very much important because its attracts the customer in first look.Pel company
is very much conscious about price.
Company sets the prices of the products by

• Analyzing the market situation.

• Actual cost of the product
• Marketing expenses of the product.
• Profit margin of the company.
• Comparison to other home appliances.
• Setting deal with dealers.

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 Place
Place plays a very important role for any company’s product. If the product is not rightly
placed, company will suffer from loss.

Company places its product:

• According to the requirement of customer and market.
• In more populated area of the city.
• Against competitors products.
• More convenient to the customers.

Promotion
Once company makes the product, it needs promotion for the awareness of the
customers. Unless a company will not arrange for promotion a products can’t
succeed.
Pel Company promotes its product through:
• Bill boards • Internet
• News paper • Brushers
• Television

ISO Detail
There are some requirements that the PEL Company fulfill to get the ISO certificate.
 International Standard Practices

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 Total Quality Management
 Good Management practices
 Key Forces
 Competitive
 Teamwork
 State Of The Art Production
 Commitment For Quality
 Efficiency Monitoring Process
 Zero Defect

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 WTO Effect

 WTO Has No Effect On The Working Of The PEL Company because PEL
company’s import and export are too low so the WTO effect is no value in PEL
Company.

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Group Profile

 In 1948, The Saigols Migrated From Calcutta

 Initiated Their Business In Lyallpur(Later Named Faisalabad)
 Under The Banner Of Kohinoor Industries Ltd.
 Kohinoor Textile Mills.
 Pak Elektron Ltd.
 Kohinoor Power Company Ltd.
 Kohinoor Energy Ltd.
 Kohinoor Motor Works Ltd.
 Saigol Computer Pvt. Ltd.
 Saritow Spinning Mills & The Azam Textile Mills.

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 Completely Import & Export

Imports
Refrigerator
 In refrigerator there is Usually No Import because the PEL company
manufactures it own refrigerator.
 Some Time PEL Company Import Spare Parts on the Requirement of Need.

Split Unit
 PEL Company Import split unit From China. Its completely import the split
unit because they do not manufacture the split unit.

Export
 In split unit there is no export because PEL Company totally import the split
unit.

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 Future Plans & Prospects

There is only one future plan and that is:

They want to manufacture the split unit in its own company.

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 Suggestions & Recommendations

After the visit of the PEL Company and check the complete management functions we
suggested to the PEL Company to do
1. More aggressive advertisement
2. To manufacture the split units in their own company

Bibliography

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www.pel.com.pk
www.refrigerator.com
www.history.airconditioner.com

Mr. Umer Bajwa,marketing manager

Mr. Irfan, account officer

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